DfT changes tack in new Think! campaign

Be the first to comment

LONDON - A £3.5 million integrated advertising campaign urging car drivers to look out for motorbikes sees the Department for Transport switch tactics from depicting crashes to humanising the bike riders.

Created by Abbott Mead Vickers BBDO, the new work aims to encourage drivers to think more often about people riding motorcycles when on the road, by taking a closer look at the person under the helmet.

This is portrayed through a TV ad, which shows bikers with flashing neon signs attached to their motorcycles.

The signs show the name of the rider, and a short description about their personality or lifestyle, such as "Dave - new dad", or "Tom - shy, retiring type".

In each situation, a car driver goes to pull out of a junction or lane without looking, before spotting the motorbike and its neon signs.

The new campaign has been created following research which showed drivers are much more likely to notice motorcyclists on the roads if they personally know a biker.

This is particularly reflected in the campaign's strapline: "Think Bike. Think Biker".

The TV spot, which breaks tonight during 'Coronation Street' on ITV1, will be supported by poster and radio executions, as well as through a Facebook page and a branded YouTube channel.

SUBSCRIBE TO CAMPAIGN

Only £57 for 3 months

Includes every print & iPad edition, plus full access to Campaign online and other Brand Republic sites.

SUBSCRIBE

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

  • Account Executive £22000 - £25000 per annum + great benefits! Twist Recruitment, London
  • Designer £28000 - £38000 per annum Major Players, London
  • ACCOUNT DIRECTOR £40000 - £50000 per annum + bonuses and benefits Live Recruitment, Birmingham
The end of false recognitions
Shares0
Share

1 The end of false recognitions

You'll be seeing less work from DDB at award shows in 2016. Here's why.

Just published